Upscale French fashion retailer Lacoste is completely overhauling its image with a new series of ads slated for release in January, reports Vogue.
For the past five years, the brand has used the same campaign: "Un Peu d’Air Sur Terre" (a French idiom which directly translates to "a bit of air on the earth").
The new ad campaign entitled "Unconventional Chic" signals a change that mirrors the company’s shift in creative directors – in September, Felipe Oliveira Baptista took over the creative reigns from Christophe Lemaire, who is now at Hermes.
Photographed by duo Mert Alas and Marcus Piggott, models Anja Rubik, Liya Kebede, Jon Kortajarena, and Noah Mills pose against a plain background, dressed somewhat unconventionally, with the traditional white Lacoste tennis shirt layered over elegant black evening wear.
Lacoste was founded in France in 1933 and has since become famed for its ubiquitous La Chemise Lacoste, the polo shirt featuring the embroidered green alligator logo.
Since then, the brand has expanded to include a full line of apparel, footwear, fragrances, leather goods and eyewear, among others. With a number of boutiques worldwide, the label is also available through many upscale department stores, including Harry Rosen in Canada.